It has to be Heinz
for Heinz Global

Adele keeps Heinz Ketchup in her purse at all times.
Ed Sheeran has the Heinz label tattooed.
There are hundreds of Heinz vanity plates in the US.  
Ringo Starr packed a suitcase full of Heinz Beanz for his trip to Rishikesh.
At least one man was reported to be buried with Heinz Ketchup.
Springsteen has included Heinz ketchup in his rider.
∞
This spot kicked off Heinz’ new global positioning, which is all about all the crazy millions that fervently believe It Has to be Heinz. 





Agency: Wieden + Kennedy
Creative Directors: Christine Santora & Will Binder
Associate Creative Directors:  Jessica Ghersi & Marc Duran
Agency Producer: Ariana Ekonomou
Director: Camille Summers-Valli
Editor: Adriana Legay + Matt Carter


Creative Effectiveness Grand Prix at the 2024 Cannes Lions.

Our work directly changed how Heinz strategically understood its consumers, how the brand invested in media, how it managed its social communities, and how the Heinz US team collaborates across product divisions and global markets. It has been adapted locally in Canada, UK, Germany, Brazil, Mexico and the Nordic countries. The platform is being actively adapted in Japan, South Korea, Australia, New Zealand, Ireland, Spain, France and Italy.







In the UK, Heinz is irrationally loved for their Beanz. So much so, that hundreds of cans of beans are confiscated every year. We bragged about that.





And for a day, we solved this very british problem by selling pre-screened Beanz at a pop-up in Heathrow.